ESD stands for ElectroStatic Discharge. Objects can have an electrical charge built up on them — this is called an electrostatic charge. Remember scuffing your feet on the carpet then zapping your friend? The scuffing builds up an electrostatic charge on your body. The zap is the electrostatic discharge (ESD).
The integrated circuits used in electronics (including our LCD modules) can be damaged by ESD. Once the modules are installed in a system, the case of the system prevents the integrated circuits on the module from receiving most ESD events.
Before the modules are installed is when they are at the highest risk to ESD damage. To protect the modules from ESD during this exposed stage we use ESD safe packaging to protect the modules during transit.